I’m the sales and commercial director at bbb drinks. My role is to increase the distribution and volume of the British and international spirits brands in our portfolio, covering the whisky/ey, gin, rum, tequila, brandy and non-alcoholic spirits categories, domestically in the UK and internationally. From a commercial perspective, I’m responsible for the pricing element of each brand’s marketing mix in the UK taking in consideration the market and the segment they compete in and their brand positioning. This also covers structuring all price and product promotion proposals to our on-trade and off-trade customers to help drive sales. Brand owners and export managers turn to me for my in-depth knowledge of pricing for distribution in the UK on and off-trade to position their products appropriate to maximise sales in the UK market. I’m also in charge of developing and nurturing relationships with key wholesalers and of opening key route-to-markets to maximise sales opportunities on the on-trade. I’ve brought on 12 new wholesalers to bbb since joining including Speciality Drinks, Hammonds of Knutsford, Venus, as well as listings in Matthew Clark.This directly feeds into the other key part of my role: sales. I call upon my knowledge of the structure of spirits distribution in the UK and my relationships with key wholesalers and route-to-market to define each brand’s sales strategy given their product and positioning. This includes defining and identifying suitable on-trade targets for distribution, building volume forecasts in relation to each brands’ corporate objectives, planning market launch and ongoing activations to drive sales. I’m also in charge of managing and setting targets for our sales team and the brand ambassadors from each client to ensure a common, structured approach to the market.

Acting as a consultant working in the drinks industry (focusing on spirits, soft drinks & Fruit Juices). Utilising sales skills and contacts gathered during a career with experience across numerous companies and countries. Key services include gaining new and developing existing distribution channels (such as Nectar, Furniss Roe, HT White, Tolchards, Marigold, Essential Trading, CLF etc. Training staff and customers, product launch strategies etc.Ledger profit increased by 35% in my first full year.

Starting as a BDM looking after the South West of England covering accounts consisting of up to 5 venues. Achieving 125% of a 6 month target within 3 months I was promoted to KAM.Taking on a ledger with full P&L responsibility covering the South West of England my role was to look after MPO’s and Breweries. By December I had been given the key area of London to look after as well. This new area included accounts such as Live Nation & Novus, which were added to my Ledger. By this point my ledger's turnover was c£1,200,000 PA.By February I was given yet more responsibility as I was allocated 5 key regional wholesalers to add to my Ledger (additional £400,000 turnover PA).In April a managerial side to my role was added, with me being tasked to look after a team of RAM’s (Regional Account Managers). I sign off all RAM proposals and provide alternative solutions to issues they encounter, as well as being charged with assisting their development. During my first full financial year I grew my ledger’s turnover by 22.8% (£365,000) while the company’s overall performance was in decline. Upon completion of my second financial year my Ledger I had grown the turnover value of the ledger to 3.3 million and grown overall %Gp as well.

After initially providing spirits training for all of the Whisky Galore Staff, consultation was then provided as to how to improve the design of the website. A plan was then created to determine the best way to launch the products into the key markets of Sydney and Melbourne, as some of the brands had not previously been available in Australia.The next step involved selling the products into key outlets in the On and Off Trade in Sydney. That was followed by moving to Melbourne to negotiate stocking policies with two major wholesalers in order to create a route to market for the Whisky Galore brands into the On and Off Trade. Another aspect of the role involved carrying out presentations and tasting sessions on behalf of the company for key customers to increase awareness of the Brands.

Key responsibilities involved obtaining new distribution as well as managing existing key accounts in both the on and off trade.I was responsible for organising and coordinating numerous sales drives involving a team of Executives to focus on a particular region during key times of the year.04 super user – tested and fed back improvements to be made for the 04 system, through which all sales information and transfer orders were placed. Responsible for corporate hospitality at events such as the Sky Sports televised Whyte and Mackay Premier League Darts. As well as being involved in an organisational role prior to each event across Southern England.I Consistently exceeding both distribution and volume targets in order to expand the company brands within the south west region. Including a 350% increase in Whyte and Mackay sales in the Meridian area in 6 monthly sales 2009 compared to the same 6 monthly period in 2008 when the blended scotch category had a decline of -17%. In the same time period and area Vladivar Vodka experienced 25% growth compared to a -5% decline in total Vodka sales. I was selected from a sales force of 28 for a 2 month secondment in Spain, with the objective of developing brand awareness and presence along the Costa Del Sol, as well as selling through 100 cases of obsolete Vodka stock. All targets were achieved with a total of 154 accounts being opened.